AUCKLAND, Today: Independent women’s media platform Capsule is celebrating five years with record growth, a refreshed look, and the launch of a new initiative supporting Kiwi writers.
Co-founders Kelly Meharg and Alice Hampson say the milestone reflects the strong connection Capsule has built with its audience of 80,000 monthly readers, 20,000 Instagram followers and a newsletter open rate that regularly hits 50%.
“When we started, we were writing the kinds of stories we wanted to read,” says Alice. “We had no idea how deeply they’d resonate – but it quickly became clear there was a real hunger for content that speaks to the female experience with sincerity and heart.”
Since its 2020 launch during the pandemic, Capsule has grown from a lockdown project into a fully independent media brand – one known for honest storytelling, from women’s health and wellbeing to pay equity, burnout, fertility and its hugely popular ‘Diaries’ series.
“When we started, we were writing the kinds of stories we wanted to read. We had no idea how deeply they’d resonate.” – Alice Hampson
The team now includes award-winning writer Sarah Lang and new hire Vivien Beduya, joining from Re: News. Co-founder Emma Clifton, who recently exited ownership to pursue a publishing career, remains part of the Capsule whānau.
With more than 90% of revenue coming from integrated content, Capsule continues to partner with major brands including Toyota, Samsung, The Warehouse Group, Resene, and Caci. “Without advertorial support, Capsule simply wouldn’t exist,” says Kelly. “But we only work with brands who value our readers as much as we do.”
To mark the occasion, Capsule has launched the Capsule Collective – a fund to support Kiwi freelance writers and help bring more diverse voices into the local media landscape. The team has committed $10,000 upfront and is inviting sponsors to help grow the fund.
“We’re refusing to accept any diminishing of the female voice in Aotearoa,” says Kelly. “Independent media isn’t just possible – it’s powerful.”
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